Made on American Street
When I took on the design and marketing for Made on American Street, I knew I was faced with a challenge. They had a brand that needed upgrading and a small social presence. Working with our wonderful planning committee, experiencing grant writing for the first time, and understanding how a need for community can reshape this small festival into something impactful truly transformed the process. The outcome exceeded all my expectations, and I couldn’t be more thrilled at the impressive community, eager to engage and make a change.
Building the Brand
An autumn street festival with live music, art vendors, a farmers’ market, food, and drink. I wanted to create a brand that captured all of the energy that represented the event. My initial logo displayed a compilation of all the features one could find in this event, while celebrating the landmarks that live on American Street, Philadelphia, PA.
Accompanying the main graphic was a variety of minimal logos and iconography to help build a range of marketing materials.
Outreach & Marketing
Once we established the brand, it was time to do the outreach needed to make the event a success. It was all hands on deck as I dove in to develop a sponsorship deck, write grants, print signage, hang flyers, and conduct vendor outreach.
The goal was not just to secure funding, but also the talent and audience to ensure this event was a success!
Social Media
The Impact
When I first signed on to this project, my role was not in marketing. However, I am no stranger to social media management, and when it became clear we needed to take hold of the account, I took it upon myself to jump in, creating the schedule and content to grow the audience and keep our customers updated on all things MOAS.
This project ended more significantly than I ever expected. When we first started planning, I was a bit skeptical. Optimistic, but I wasn’t sure what our goals were for the heavy lift.
It was in November of 2025, when our government shut down, and people were left without access to the EBT resources they needed to live. I knew to ethically have a celebration centered around food and community, we had to do our part to take care of our neighbors. I pivoted, reworking the festival to become a food drive. I truly believe this element is a major component to encourage people to come out. We had thousands of folks join us on American Street, making it the most successful of the 19 annual events. But what’s more important is that we collected hundreds of pounds of food. What was a last-minute call to come together and support our city resulted in more people showing their care and empathy than I ever expected. It was a drop in the bucket that became one of the most impactful projects I had the opportunity to work on.
